Impulse Buying Behaviour of Consumers in the Shopping Malls

Abstract

Retailing is the Last step in the distribution of merchandise- the last link in the supply chain connecting the bulk producers of commodities to the final consumers.” One undergoing this process is referred to as Retailer. Retailing includes diverse products such as apparel, footwear, consumer durables, financial services and leisure. However in India retail trade remains in the backward state but at the same time is poised to expect a rapid growth in tandem with the economic growth. India’s $350-400 bn retail market -$7.5 bn organized retail is growing about 25-30% annually against economic growth of around 8% a year. With this onset many players are entering the market with various products and strategies to cash upon this development in retail sector, thereby increasing competition. Similarly there are various retail formats coming up to grab the opportunity in the retail sector. One of the most prominent retail formats coming up is “Shopping Malls” which can be defined an arrangement of retail stores and providing the right mix of shopping, food courts and entertainment and parking facilities.